E11. Influence of Ethical Beliefs and Trust on Purchase Decisions: the Moderating Effect of Involvement
We test the moderating effect of involvement on the relationship between ethical beliefs, trust, and purchase decisions. The higher the ethical beliefs and trust in product’s ability to deliver the value the higher the likelihood of product being-bought and vice-versa. Trust holds more relevance for high- than low-involved consumers.
Marija Banovic and Athanasios Krystallis (2018) ,"E11. Influence of Ethical Beliefs and Trust on Purchase Decisions: the Moderating Effect of Involvement", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 899-899.
Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece
NA - Advances in Consumer Research Volume 46 | 2018
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